THRIVING OR SURVIVING? : A STUDY OF JOB SATISFACTION AMONG GEN Z

Abstract: Background: As a truly digitally native generation, Generation Z just started entering the workforce and their unique characteristics and expectations should not be ignored. To satisfy and retain this newest generation it becomes important for the employers to understand and adapt their strategies accordingly.  Purpose: The purpose of this thesis is to research what factors contribute to the overall job satisfaction of Generation Z and why these are important for them. By investigating these factors and their underlying causes, our goal is to give insights that will help employers in creating a more engaging work environment for Generation Z. We also aim to contribute to the existing literature on generational differences in the workplace and highlight Generation Z’s distinct expectations. Finally, we would like to provide practical advice for companies on how to attract, motivate and retain Generation Z.  Method: We conducted a qualitative study with an abductive research approach. We followed a relativistic ontology and a social constructionist epistemology as these aligned the most with our beliefs. Our research design is an exploratory case study, for which we have collected data through interviews and by examining archival company documents. To analyze our data we created a coding tree and built our findings on the already existing literature. Conclusion: Our findings show that it is essential to understand the unique needs of Generation Z to avoid high turnover rates in organizations. As this generation grew up in a fast-paced world, they require a challenging work environment, where they have the opportunity to develop themselves both personally and professionally. They are more aware of the social, environmental, and political issues and they are seeking work environments that align with their values. Moreover, as they place a much higher priority on the balance between their work and private life, they expect their employers to provide them with flexibility and support.